The Application of Conjoint Analysis on Brand Equity: An Example of Smartphone
Date Issued
2014
Date
2014
Author(s)
Yang, Ho
Abstract
Smartphone has dominated the mobile phone market. Those consumers who used to use feature phone also take smartphone into consideration when looking for a new mobile phone. With the rapidly growing market, the competition becomes harsher. In addition to product differentiation, knowing your customers will be the key to success.
This research selected 5 well-known brands in the smartphone market and applied the Conjoint Analysis to measure their brand equities. Moreover, this research further studied the differences and features between groups by different segmentation approaches. Finally, this research developed relevant marketing suggestions for firms’ reference.
The results of the research are summarized as follows:
1. Generally, the brand equity rankings are the same. Apple has the highest brand equity, and the benchmark Xiaomi has the lowest.
2. In sex segmentation, male consumers give each brand a higher brand equity.
3. In tech lifestyle segmentation, conservative consumers give Apple and HTC higher brand equities.
Subjects
智慧型手機
品牌權益
聯合分析
Type
thesis
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